Chispa, the leading dating and friendship app for Latinos, has unveiled its bold new campaign, “AMOR WITH NO B.S.”, with a historic off-Broadway theatrical debut. The campaign, which aims to challenge dating stereotypes and encourage singles to embrace love without labels, kicked off with a one-night-only performance at The Flea Theater in New York City on February 11.
The play, a reimagining of Shakespearean classics like Romeo and Juliet, Twelfth Night, and Hamlet, was adapted to reflect modern Latine experiences. It was produced by Mexican filmmaker Roberto Sneider, directed by Estefanía Fadul, and written by playwright Matt Barber. The production merged classic themes with contemporary cultural identity, bringing a fresh perspective to timeless love stories.
Beyond the stage, the campaign extends through digital and in-person activations. These include street performances, where actors bring snippets of the play to unexpected locations, as well as behind-the-scenes content highlighting the creative process. Chispa is also rolling out new in-app features, such as profile stickers like “AMOR WITH NO B.S.” and “Drama Free,” allowing users to showcase their stance on dating. If the initial rollout of this new campaign is a success, this may become a major part of Chispa’s marketing for the near future.
“Reimagining Shakespeare from a Latine perspective isn’t merely about modernizing a classic – it’s a testament to how young Latino singles can own their cultural identities, be proud of their roots, and still push the boundaries of love,” said Julia Estacolchic, Chispa’s Head of Brand and Marketing. The campaign is inspired by Chispa’s “Love and Stereotypes” survey and other previous studies, which explores how Latinos navigate cultural expectations in dating.
